The global fast-food chain has removed a holiday advertisement made via generative AI after receiving significant public disapproval.
The short spot was created via AI-generated video and was originally released on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Reaction and Decision to Pull
Shortly after its release, audiences online criticized the implementation of AI in the film. Many called it "creepy" and "jarringly assembled".
"This incident is an important learning as we examine the effective use of generative technology," said a representative from McDonald's Netherlands.
The commercial was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that often go badly during the Christmas break, under the theme "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Commercials that feature generative AI have emerged as a rising phenomenon among major companies, notably for the Christmas season.
- Coca-Cola has recently launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: As videos made with generative AI are more likely to degrade the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also raised fears about the replacement of human roles in the advertising industry, with some commenters pointing out it could reduce work for actors.
Response from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the project.
According to her, the creation required "seven weeks" and involved creating "thousands of takes" which were then edited during the edit "just as we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was largely panned, the response for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated holiday spot from another major brand according to analysis received a significant "positive sentiment rating" from online commenters.
However, various brands have also received scrutiny for employing AI in marketing. Italian fashion house Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The incident underscores the ongoing conversation within the advertising and creative industries about the trade-off between AI efficiency and creative integrity.
